Ice ice, maybe: The curious cult of cold-plunging in the UAE

You're supposed to start with cold showers. Reddit wisdom insists that’s the way to go — baby steps before the big plunge (pun fully intended).

They say it takes about two weeks to get ready for the full icy ordeal, which is perfect if you have patience and self-control. Unfortunately, I have neither.

I’m an "eat the frog" kind of person. That’s not as weird as it sounds — it’s a philosophy: do the hard, horrible thing (the frog) first thing in the morning or ASAP and get it over with. And man, cold plunging is one frosty amphibian.

I’d read all the hype — reduced inflammation, boosted immune system, improved mood and sleep, some kind of supercharged metabolism (almost as much as 16%). According to dozens of celebrities, countless influencers, and a suspiciously perky guy on YouTube, one plunge into the icy depths, and I'd be reborn.

Hey, if it's good enough for Harry Styles, Tom Cruise and Kim K, it's good enough for me!

And there’s this whole ritualistic aura around cold plunging, complete with quasi-spiritual prep routines. Because yes, this goes beyond just getting into cold water. You don’t just splash around and hop out in five seconds flat. There are steps, people. I’d apparently embarked on a journey, not a dip. My Instagram survey on the matter? The reviews were as polarizing as the water.

Ahmed M., a recruitment consultant in Dubai, calls his weekend cold plunges his secret weapon.

“It’s hard to put into words how I felt after my first time. For those few minutes, I can’t think about anything except what I’m experiencing right now. It’s like I press reset on my brain.”

Jawwad, a self-identified gymrat and an athlete, says the benefits are overrated.

"It's pretty painful, if I'm being honest. The juice just isn't worth the squeeze. Everyone’s jumping on the bandwagon, but most of it isn’t rooted in real science. The sauna is far superior as far as the research is concerned."

Ekaterina Dolgopolova, inspired by a podcast from neuroscientist and biohacking rockstar Andrew Huberman, called her first ice bath a "life-changing" experience. After leaving her corporate role at NEOM last year, she now runs an ice bath studio in DIFC.

"I believe the biggest misconception about ice baths is that they're only for athletes. That’s exactly what I thought before I gave it a try myself and even when I first opened The Ice House — I assumed athletes would be our primary clientele. But now, I see such a diverse crowd: mothers with young children, professionals stopping by before or after work to relax — it’s not just about post-workout recovery. What brings me the most joy, though, is welcoming first-timers who decide to take the plunge and give it a shot."

Dutch extreme athlete Wim Hof, known as "The Iceman," is a name nearly synonymous with the resurgence of ice baths, teaching thousands how to breathe through the cold. But as Western wellness embraces this ancient practice, a deeper question surfaces: Why are so many of us drawn to it now?

The only way to do it, is to do it

I wasn't sure what time I was aiming for. Information online suggests anywhere from 30 seconds to two minutes for a first timer and eventually, a total of 11 minutes per week spread across two or three days is recommended.

In retrospect, the anticipation was worse than the actual act

As someone who's morning affirmation consists of "I can do hard things", I knew I wanted to go for at least three minutes. Bear in mind, I'm also someone who boils herself while showering. The first 30 seconds were rough. Six-degree Celsius water is no joke. It was absolute internal chaos.

Every nerve screamed, Get out. Abort. This isn’t normal. The cold wasn’t just cold — it was alive, crawling over my skin, into my bones. I remembered what Ekaterina had said to me, that being in an ice bath is like being in plank position; time really slows down and seconds almost don't move.

But then, something unexpected happened. I stopped fighting it.

Somewhere in the second minute, my breath slowed, steadying like I had caught hold of some invisible rhythm. The panic dissolved into focus. My body was still screaming, but my mind wasn’t running anymore.

Maybe, in a world that’s too hot, too fast, and too loud, we need a little cold calm to remind us what it means to feel alive.

For the first time in forever, my overthinking brain shut up. Instead of worrying about deadlines or that one embarrassing thing I said in 2014, I was just… present. Four minutes and 17 seconds later, I stepped out of that tub, tingling from head to toe. My fingers were numb, my feet felt like they’d been zapped, but wow — I was officially a convert.

It reminded me that so much of life happens when we lean into the things we fear. Now, every time I think about skipping a challenge or backing away from something difficult, I remember that tub. Those four minutes. And I think to myself: if I can conquer that, what else am I capable of?

Chill, it's just cold water...right?

The appeal of cold plunging goes beyond any science of muscle recovery or immune boosting—it’s about mind over matter, which resonates deeply in a place where rapid success and grinding are highly prized. From what I can gauge, mental toughness gained from cold exposure is where many enthusiasts see the biggest payoff.

As one of the world’s fastest-growing hubs for wellness, business, and innovation, the UAE often finds itself at the forefront of health trends, with people eager to embrace anything that enhances focus and mental resilience. And ice baths promise just that: a mind-body challenge that pushes you to get comfortable with being uncomfortable head-on and come out stronger.

Cold plunging taps into a potent mix of cultural forces: our obsession with productivity, our glorification of discomfort as a marker of growth, and, of course, our ever-present need to be #authentic.

For some, the allure lies in the “discipline factor.” Cold plunging, with its almost meditative ritual, has become a test of endurance and self-control, a kind of modern-day rite of passage. As cold plunging enthusiasts here attest, it’s not just about physical health; it’s about developing the mental resilience that so many seek in high-pressure lifestyles. This practice offers a way to harness stress, to train yourself to stay calm under pressure — a skill as valuable in boardrooms as it is in icy tubs.

And then there’s the social component, which feels crucial to understanding the trend’s momentum. Loneliness is a pervasive yet often under-discussed reality for many in the UAE, where transient lifestyles and sprawling urban spaces can isolate as much as they connect. Enter the group plunge: an activity that’s as much about shared discomfort as it is about collective catharsis.

These gatherings — structured, photogenic, and just edgy enough to feel worth documenting — fit seamlessly into the UAE’s influencer-driven ecosystem. It’s performative, yes, but also genuinely community-building, creating a curious blend of connection and spectacle in a region that thrives on both.

Quick tips for your first plunge

• Prep the mind and focus on your breathing: Wim Hof’s breathing techniques help. Google it — you’ll thank me later.
• Set a timer: Start small (30 seconds to 1 minute) and work your way up.
• Stay consistent: It’s about habit, not heroics. Dr. Sussana Søberg’s 11-minute weekly goal is a solid benchmark.
• Have fun with it: Bring friends. Misery loves company.